Kraft: Lonely Lettuce

Lettuce alone.

Published on May 16, 2012

Editor's Pick

Here's an interesting move. Kraft has taken a big step out of the salad ghetto with the rebranding of its dressing as not just for the leafy stuff. In a new move steered by Being, the brand has removed the word "salad" from all its dressing bottles and replaced it with "anything," effectively turning its condiments into "anything dressing." The brand is taking a cue from consumers, who have long used its dressing for stuff that isn't necessarily so healthy (like wings, for example.) The campaign includes a spot created out of Laika starring a lonely head of lettuce, new packaging labels, print, in-store and digital.